Gustaman, Aditya (2017) Pengaruh Harga, Inovasi, dan Iklan Televisi Terhadap Keputusan Pembelian Kopi Saset “Top Coffee” di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
Coffee becomes a unique drink that sometimes even made a habit, especially in Indonesia. Coffee that tries to blend with Indonesian culture is top coffee. But there is little difference in what is done top coffee to captivate consumers with the number of consumer decisions to buy coffee from this top coffee. So with that in doing research the influence of price, innovation, and television advertising to the purchase decision of coffee top coffee sachets in Surabaya. This study took 114 samples with Purposive Sampling method. Data analysis techniques used are Multiple Regression Analysis Test and Multiple Regression Analysis (RMA). The result of this research is price variable and television advertisement have positive and significant effect to purchasing decision, then on innovation variable have positive and insignificant effect to purchasing decision. Keywords: price, innovation, television advertising, and purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 15 Jan 2020 04:42 |
| Last Modified: | 15 Jan 2020 04:42 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/6099 |
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